A stand-out campaign for Equals at Money 20/20 Europe

Equals is a next–generation global payments, embedded finance and business expense management platform. Our campaign to launch a new brand at Money 20/20 Europe generated 44 pieces of coverage in target sector media, with a combined reach of 3.5m, as well as 20 partner and influencer mentions on LinkedIn. 

The challenge

In April 2025 we announced a merger between Equals Money and Railsr, two pioneering London-based payments platforms. A year on, the combined business was ready to launch a new unified brand to a target audience of fintechs, banks and FX businesses at Money 20/20 Europe.  

The challenge is that many fintech businesses provide similar services in the payments space. How could we help Equals to “stand out from a sea of same”? 

The idea

Our goal for the relaunch was to maximise target industry media penetration. We achieved this by combining a real business update with original research providing new market insight into embedded finance adoption.  

With six months to go, we ran a series of workshops to identify a topic which would best align with the new brand, leading to a research partnership with Visa Consulting and Analytics. In parallel, we worked with the events team to secure a panel discussion aligning Equals with one of Money 20/20’s core themes – The Great Rebundling – featuring spokespeople from Visa and investors TowerBrook, chaired by CNN. 

In the run into the event, we ensured that key media contacts and influencers were invited, briefed and provided with timely information, securing a series of interview opportunities at the show. To support members of the executive team, we designed and delivered messaging and media training aligned to the new brand and research. 

The results

News of the rebrand, underpinned by growth metrics and announced on the eve of Money 20/20 Europe, ensured inclusion in previews, round-ups and exec interviews seen by target audiences throughout the week of the show. This was followed by thought leadership around the Visa Consulting report, setting out why client service is a critical factor in delivering revenue growth from embedded finance. 

Our campaign generated: 

• 44 pieces of coverage in target sector media, including key fintech newsletters 

• a combined reach of 3.5m with 100% key messaging penetration 

• +3.7% quarterly increase in Media Share of Voice vs competitors 

• Improved conversion from Google: +75% increase in organic search clicks 

• 20+ partner and influencer mentions on LinkedIn